Personal computer maker Hewlett Packard (HP) is ready to embrace advertising as part of its business.
The California-based computer giant is readying plans to launch its own ad network — appropriately called the HP Media Network — which will allow advertisers to take advantage of inventory found within its desktop and laptop computers, according to a pitch deck reviewed by Adweek.
HP is also in the process of developing and launching its own free, ad-supported streaming television (FAST) app, which will offer on-demand video, audio and other multimedia content supported by a number of ad formats, including pause ads and carousel ads, Adweek said.
This move mirrors the successful advertising models built by smart TV manufacturers such as Samsung and LG, who have leveraged their hardware to create new revenue streams. HP appears to be following a similar path, turning its devices into media channels and using deep pools of first-party data to fuel targeting.
HP Media Network will offer ad placements directly within HP’s ecosystem — on its personal computers and proprietary apps, among other places. It also enables offsite advertising through partnerships with adtech companies such as Microsoft and Kargo. Ads can show up in emails, social media campaigns, and in-app experiences.
One ad format, called “Toast,” appears in the bottom-right corner of HP screens and includes a logo, a brief message, and a call to action. During last year’s holiday campaign, this ad format drove more than 5 million views and a 2.6 percent click-through rate.
It isn’t clear if the ad formats will roll out to existing HP computers on the market, or if HP will launch new desktop and laptop models that are subsidized by ads. It also isn’t known if HP will allow consumers to remove ads through a one-off or subscription charge. Most HP computers run Microsoft’s Windows operating system.
HP has long collected metadata from its personal computer users that offers the company insight into how people are using their desktops and laptops, though the company also allows customers to opt out of certain data collection practices.
The insights offered from HP’s desktop and laptop computers could allow the company to pitch prospective advertisers on targeting consumers who spend hours each week on video conference apps or who download certain software, Adweek suggested.
While HP has not publicly commented on the initiative, its aggressive move into advertising and streaming content signals a significant shift for the company, long known for its focus on PCs and printers. With attention increasingly migrating to screens outside the living room, HP is betting its devices can become powerful platforms for digital media consumption and advertising.
